Heavy.

Continuing online video advertising's grand experiment, Heavy.com launches "sequential advertising," giving advertisers the ability to run spots with continuous narrative overlaying a video program or content block, according to MediaWeek.

Mike's Hard Lemonade was the first to test out the new product, running multiple related video ads within Heavy's programming. The sequential ads resolve the problem of hitting viewers over the head with the same message, and instead develop a story interwoven with content.

This is the most current step Heavy has taken to incorporate brands into the site's original content. Ultimately, Heavy's editorial team hopes to collaborate with advertisers to produce product placement and branded content opportunities.

Heavy has also redesigned its website, consolidating channels into one centralized player to promote longer site visits. Called Heavy TV, the ad-supported player can be embedded elsewhere online, spreading advertisers' messages.